Management and Organizational Studies 3321 Lecture Notes - Lecture 6: Cognitive Dissonance, Taco Bell, Tylenol (Brand)
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Attitudes: a general evaluation towards an object, a learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object, an underlying inclination to respond to something favourably or unfavourably, let"s go fly-ers! Love me some flyers : the leafs are bums. Worst. : two main components, valence (direction): positive, negative, neutral, magnitude (strength): weak, moderate, or strong. I always buy the new iphone as soon as it hits store . Impact of each component depends on consumer motivation. Cognitive dissonance: feelings of tension that arise when one is simultaneously aware of two inconsistent cognitions, ex. When we act in contrary to our own attitudes, or make a decision favouring one alternative despite reasons for favouring another. Cognition: individuals" perception of their own attitudes, beliefs and behaviour. Propositions of cognitive dissonance: relationships among two attitudes can be consonant, dissonant, or irrelevant.